Holiday Shopping Insights for 2018
According to the Learning Evolution Insights Center information, at the end of November 2018, just under half of the respondents in our study had not yet started their holiday shopping. Less than three percent had completed this task.
The insights center, powered by Prosper Insights & Analytics, offers an array of targeted data. Including specific retailer shopper bases, competitor shoppers as well as demographic segmentation.
The study also compared annual spending patterns.
In 2018, we found that the majority of the respondents (54%) plan to spend about the same as they did last year.
Another 23% of the respondents revealed that they have somewhat increased their holiday budget. A further 17% admitted to having to tighten their belts and had smaller budgets than last year.
In 2017, we saw Amazon as a big winner with 30% of the shoppers purchasing their holiday wares from the online giant. Walmart, never a slouch in the sales department, was the destination of choice for 15% of the holiday shoppers.
Online (50%) and department stores (40%) were the store format utilized the most for holiday shopping.
Discount stores came in third, with just over a quarter of those surveyed using this format as part of their holiday shop.
Clothing or clothing accessories were the gifts of choice last year, followed by toys and gift certificates. Books, video games and the like were also a popular holiday buy.
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